A Framework for
Actionable
Gamification
A Framework for
Actionable
Gamification
Guild Leader: Yu-kai Chou
Early Pioneer of Gamification for 11 years
Parter at the Enterprise Gamification
Consultancy
Original creator of the Octal...
Exercise
Think about ONE game you enjoyed playing:
Farmville? Candy Crush? Angry Birds?
Starcraft? WoW? DOTA? Halo? LoL?
P...
Think about what made that game
fun/enjoyable
Exercise
We’ll come back to this later.
The Magic
Kids nowadays have bad work
ethics?
No Discipline?
The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
The Magic
In Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same
stage over and ove...
The Magic
Gamers call this “grinding.”
It’s Fun & Addicting.
The Magic
In the real world, this is called Grunt
Work. It’s Boring & Torturous.
The Magic
If games can get kids to voluntarily do hours of
secret grunt work, it can get anyone engaged
to anything
The Magic
If it is well designed
“Human-Focused
Design”• As opposed to “Function Focused Design”
• System that is designed to optimize for the
motivations ...
“Human-Focused
Design”• Gaming industry = first to master Human-Focused
Design
• Games have spent decades/centuries master...
90+ Gamification
Case Studies with
ROI Stats
http://bit.ly/gameROI
Outside Reading
Every truth passes through 3 stages before it is
recognized:
The Schopenhauer
Truth Hype Cycle
Every truth passes through 3 stages before it is
recognized:
I.First, it is ridiculed.
II.Second, it is violently opposed....
The Schopenhauer
Truth Hype Cycle
Also, I’m a smart guy!
Every truth passes through 3 stages before it is
recognized:
I.Fi...
History Lesson
Many Years Ago A Few Years Ago Now
History Lesson
Many Years Ago A Few Years Ago Now
DUH! Every
organization needs a
Talent Strategy!
This Website thing is a...
History Lesson
Many Years Ago A Few Years Ago Now
DUH! Every
organization needs a
Website Strategy!
This Social thing is a...
History Lesson
Many Years Ago A Few Years Ago Now
DUH! Every
organization needs a
Talent Strategy!
This Website thing is a...
Global Movement
Gartner predicts 70% of Fortune 500 will
use Gamification by 2014
Except...
Gartner also predicts 80% of the gamified
apps will fail due to bad design
Agencies and individuals claim to be
experts at whatever is the new “Buzzword”
The Cause
The Cause
Everyone focuses on PBLs (Points,
Badges & Leaderboards)
The Cause
Similar to “Social Media Marketing” 4 years
ago
The Cause
Similar to “Social Media Marketing” 4 years
ago
Real SMM is not simply creating a Twitter
Profile and Facebook P...
The Cause
Beginning with “game mechanics”
instead of the Core Drives
Bad Game Designer
We need swords...where can they go? Oh yes,
monsters. Of course! We need cows! And friends that
can fert...
Bad Game Designer
We need swords...where can they go? Oh yes,
monsters. Of course! We need cows! And friends that
can fert...
Bad Game Designer
+ + + =????
A game can have all the right “game
elements” but still be stupid/boring.
We need swords...w...
Bad Game Designer
+ + + =????
In fact, ALL games have “game
elements” but most games suck and
are boring.
We need swords.....
Bad Game Designer
+ + + =????
It’s naive to think that once you plug game
mechanics into your company, it will be
successf...
Bad Game Designer
+ + + =????
Only a few well-designed games
achieve the status of Winning &
Addicting
We need swords...wh...
Good Game
DesignerHow do I want my users to...
Good Game
DesignerHow do I want my users to FEEL?
Inspired? Proud? Scared?
Good Game
Designer
Hmm, Okay. What game elements do I
need in order to accomplish that goal?
? ? ? ?
How do I want my user...
Good Gamification
does not start with
Game Elements
but starts with our
Core Drives
The Basics of
Octalysis Gamification
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative
-E...
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Octalysi
s
Meaning
Epic Meaning & Calling
Octalysi
s
Accomplishment
Development &
Accomplishment
Octalysi
s
Empowerment
Empowerment of
Creativity & Feedback
Octalysi
s
Ownership
Ownership &
Possession
Octalysi
s
Social
Influence
Social
Influence &
Relatedness
Octalysi
sScarcity
Scarcity & Impatience
Octalysi
sUnpredictability
Unpredictability & Curiosity
Octalysi
sUnpredictability
Unpredictability & Curiosity
Skinner Box
Octalysi
s
Avoidance
Loss & Avoidance
Right
Brain
Left
Brain Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
...
Right
Brain
Left
Brain Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
...
White Hat Gamification
Black Hat Gamification
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accompli...
White Hat Gamification
Black Hat Gamification
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accompli...
White Hat Gamification
Black Hat Gamification
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accompli...
Self-Submission to Black Hat Gamification
Just because it’s called Black Hat
doesn’t mean it’s necessarily bad
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative
-E...
-Sharing whatever you want
-TONS of Facebook games
-Instant feedback of friends “liking”
-Friend Invites
-Conformity
-Soci...
Octalysi
s
-No higher meaning besides being a farmer
-Allows the ability to “paint” with
your farm
-Leaderboard
-Group Far...
Octalysi
s
-Saving the world of “Sanctuary”
-Diablo II Legacy
-Help others
-Massive Skill Combinations
-Different challeng...
-Microblogging Wave
-Character Limit
-Witty/valuable content
-Friends on Twitter
-Followers
-Responses
-Companionship
-Tha...
-Helping a weird monster solve problems
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
S...
“You need a LinkedIn Account”
Finding that dream job you are passionate about
Avoidance
Ownership
Empowerment
Meaning
Unpr...
Octalysis Tool
http://yukaichou.com/
octalysis.html
Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis
Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis
Discovery Onboarding
Scaffoldin
g
Endgam
e
AchieversExplorersSocializer
s
Killers
Discover
y
Onboardin
g
Scaffoldin
g
Endgam
e
Achiever
s
Explorers
Socialize
rs
Killers
The Game You Like
Now that you have learned the basics of the
8 Core Drives, think about which Core Drives
made the game y...
The 8 Core Drives
of Octalysis
Write Down a Problem
1.Something you want to improve
2.Needs to deal with human motivation
3.Could relate to your customer...
1) Epic Meaning & Calling
Part of something bigger than yourself
Elitism
Elitism
2) Development &
AccomplishmentFeeling Progress and Achievement
Nike+
Nike+
3) Empowerment of
Creativity & Feedback
The creator inside of us
4) Ownership &
PossessionThe more you have, the more you
want
Customizing Your AvatarMakes you feel more ownership over it as your own
identity
Mcdonald’s Monopoly
Game
5) Social Influence &
RelatednessWhat others think can kill you
Game Technique
#22: Group Quests
Game Technique
#22: Group Quests
Mentorship
Mentorship
6) Scarcity & Impatience
The Grass On The Other Side
7) Unpredictability &
CuriosityWhat kills the cat
The Boy Is the Toy
8) Loss & AvoidanceThe threat is stronger than the
execution
©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 108
Gamifica...
Octalysi
s
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Relatedness
A...
Speed Camera
Lottery
Speed Camera
Lottery
-Narrative
-Elitism
-Humanity Hero
-Beginners Luck
-Free Lunch
-Chosen One
-Points
-Badges
-Fixed Action Rewards
-Leaderbo...
Applying Knowledge
Actionable Gamification:
Strategy Dashboard
Strategy Dashboard
1.Define: Business Metrics - Game Objective
2.Define: Users - Players
3.Define: Desired Actions - Win-S...
BUSINESS METRICS
1.END RESULTS OF WHAT YOU WANT TO
IMPROVE
2.IN ORDER OF IMPORTANCE
3.NEEDS TO BE QUANTIFIABLE
4.LEADS TO ...
PROCESS
BUSINESS
METRICS
DEFINE USERS
1.DEMOGRAPHICS
2.WHAT MOTIVATES THEM
3.WHY ARE THEY DOING THE CURRENT
ACTIVITIES (8 CORE DRIVES)
4.WHAT ARE A...
PROCESS
BUSINESS
METRICS
PLAYER
PROCESS
BUSINESS
METRICS
PLAYER
?
DEFINE DESIRED
ACTIONS
1.ALL THE LITTLE ACTIONS YOU WANT
USERS TO DO
2.CHRONOLOGICAL ORDER
3.NO ACTION IS TOO TRIVIAL
4.LE...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONS
RESULTS
DEFINE Feedback Stats
1.WHAT USERS USE TO KEEP TRACK OF
THEIR PROGRESS TOWARDS WIN-STATE
2.Examples: POINTS, LEVELS, STAGE...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONS
RESULTS
FEEDBACK
STATS
DEFINE INCENTIVES
1.Within your power, if you could give users
everything they want, what would it be?
2.“Within your powe...
Reward Context
1.Fixed-Action Rewards: Earned Lunch
2.Random Rewards: Mystery Box
3.Sudden Rewards: Easter Egg
4.Rolling R...
PROCESS
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONS
RESULTS
FEEDBACK
STATS
INCENTIVES
EMBEDDED
For the excellent understanding and application of
Gamification Core Drives and Motivation
Average Joey
is awarded this ce...
Mario Herger Yu-kai Chou
Roman RackwitzMarigo Raftopoulos
Companies we have worked with
Thank You.
Truly.
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou
Upcoming SlideShare
Loading in …5
×

GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou

2,963 views
2,722 views

Published on

1 Comment
8 Likes
Statistics
Notes
No Downloads
Views
Total views
2,963
On SlideShare
0
From Embeds
0
Number of Embeds
139
Actions
Shares
0
Downloads
61
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide
  • https://www.zombiesrungame.com/
  • GSummit SF 2014 - Hands-on Lab: Actionable Gamification: The Octalysis Framework by Yu-kai Chou @yukaichou

    1. 1. A Framework for Actionable Gamification
    2. 2. A Framework for Actionable Gamification
    3. 3. Guild Leader: Yu-kai Chou
    4. 4. Early Pioneer of Gamification for 11 years Parter at the Enterprise Gamification Consultancy Original creator of the Octalysis Framework Regular Keynote Speaker/Lecturer at Stanford University, TEDx, Accenture, SxSW Rated a Top 3 Gamification Guru by Leaderboarded
    5. 5. Exercise Think about ONE game you enjoyed playing: Farmville? Candy Crush? Angry Birds? Starcraft? WoW? DOTA? Halo? LoL? Poker? Golf? Majong? Crossword Puzzle? Sudoku?
    6. 6. Think about what made that game fun/enjoyable Exercise We’ll come back to this later.
    7. 7. The Magic Kids nowadays have bad work ethics? No Discipline?
    8. 8. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics
    9. 9. The Magic In Role-Playing Games (RPG), Leveling up often involves killing the same monsters in the same stage over and over again for hours or weeks
    10. 10. The Magic Gamers call this “grinding.” It’s Fun & Addicting.
    11. 11. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
    12. 12. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone engaged to anything
    13. 13. The Magic If it is well designed
    14. 14. “Human-Focused Design”• As opposed to “Function Focused Design” • System that is designed to optimize for the motivations and feelings of the human inside • ...instead of assuming the people within are robots that will complete the task vs
    15. 15. “Human-Focused Design”• Gaming industry = first to master Human-Focused Design • Games have spent decades/centuries mastering how to engage people without a mandated purpose • Now we are learning from games, hence “Gamification” vs
    16. 16. 90+ Gamification Case Studies with ROI Stats http://bit.ly/gameROI Outside Reading
    17. 17. Every truth passes through 3 stages before it is recognized: The Schopenhauer Truth Hype Cycle
    18. 18. Every truth passes through 3 stages before it is recognized: I.First, it is ridiculed. II.Second, it is violently opposed. III.Third, it is regarded as self-evident. The Schopenhauer Truth Hype Cycle
    19. 19. The Schopenhauer Truth Hype Cycle Also, I’m a smart guy! Every truth passes through 3 stages before it is recognized: I.First, it is ridiculed. II.Second, it is violently opposed. III.Third, it is regarded as self-evident.
    20. 20. History Lesson Many Years Ago A Few Years Ago Now
    21. 21. History Lesson Many Years Ago A Few Years Ago Now DUH! Every organization needs a Talent Strategy! This Website thing is a fad...where’s the ROI? Who needs a Website? It’s a distraction to business! Just fad-chasing enthusiasts and conferences talk about Websites...
    22. 22. History Lesson Many Years Ago A Few Years Ago Now DUH! Every organization needs a Website Strategy! This Social thing is a fad...where’s the ROI? Who needs Social Media? It’s a distraction to our employees! Just fad-chasing enthusiasts and conferences talk about Social Media... DUH! Every organization needs a Talent Strategy! This Website thing is a fad...where’s the ROI? Who needs a Website? It’s a distraction to business! Just fad-chasing enthusiasts and conferences talk about Websites...
    23. 23. History Lesson Many Years Ago A Few Years Ago Now DUH! Every organization needs a Talent Strategy! This Website thing is a fad...where’s the ROI? Who needs a Website? It’s a distraction to business! Just fad-chasing enthusiasts and conferences talk about Websites... DUH! Every organization needs a Website Strategy! This Social thing is a fad...where’s the ROI? Who needs Social Media? It’s a distraction to our employees! Just fad-chasing enthusiasts and conferences talk about Social Media... DUH! Every organization needs a Social Strategy! This Gamification thing is a fad...where’s the ROI? Who needs Gamification? It’s a distraction to our employees! Just fad-chasing enthusiasts and conferences talk about Gamification...
    24. 24. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2014
    25. 25. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
    26. 26. Agencies and individuals claim to be experts at whatever is the new “Buzzword” The Cause
    27. 27. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards)
    28. 28. The Cause Similar to “Social Media Marketing” 4 years ago
    29. 29. The Cause Similar to “Social Media Marketing” 4 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
    30. 30. The Cause Beginning with “game mechanics” instead of the Core Drives
    31. 31. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + =????
    32. 32. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + =???? ++ + +
    33. 33. Bad Game Designer + + + =???? A game can have all the right “game elements” but still be stupid/boring. We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
    34. 34. Bad Game Designer + + + =???? In fact, ALL games have “game elements” but most games suck and are boring. We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
    35. 35. Bad Game Designer + + + =???? It’s naive to think that once you plug game mechanics into your company, it will be successful We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
    36. 36. Bad Game Designer + + + =???? Only a few well-designed games achieve the status of Winning & Addicting We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! ++ + +
    37. 37. Good Game DesignerHow do I want my users to...
    38. 38. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?
    39. 39. Good Game Designer Hmm, Okay. What game elements do I need in order to accomplish that goal? ? ? ? ? How do I want my users to FEEL? Inspired? Proud? Scared?
    40. 40. Good Gamification does not start with Game Elements but starts with our Core Drives
    41. 41. The Basics of Octalysis Gamification
    42. 42. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Points -Badges (Achievement Symbols) -Fixed Action Rewards -Leaderboard -Progress Bar -Quest Lists -Win Prize -High-Five -Crowning -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
    43. 43. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
    44. 44. Octalysi s Meaning Epic Meaning & Calling
    45. 45. Octalysi s Accomplishment Development & Accomplishment
    46. 46. Octalysi s Empowerment Empowerment of Creativity & Feedback
    47. 47. Octalysi s Ownership Ownership & Possession
    48. 48. Octalysi s Social Influence Social Influence & Relatedness
    49. 49. Octalysi sScarcity Scarcity & Impatience
    50. 50. Octalysi sUnpredictability Unpredictability & Curiosity
    51. 51. Octalysi sUnpredictability Unpredictability & Curiosity Skinner Box
    52. 52. Octalysi s Avoidance Loss & Avoidance
    53. 53. Right Brain Left Brain Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
    54. 54. Right Brain Left Brain Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Extrinsic (tendency) Intrinsic (tendency)
    55. 55. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
    56. 56. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
    57. 57. White Hat Gamification Black Hat Gamification Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence
    58. 58. Self-Submission to Black Hat Gamification Just because it’s called Black Hat doesn’t mean it’s necessarily bad
    59. 59. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence -Narrative -Elitism -Humanity Hero -Higher Meaning -Beginners Luck -Free Lunch -Destiny Child -CoCreator -Points -Badges (Achievement Symbols) -Fixed Action Rewards -Leaderboard -Progress Bar -Quest Lists -Win Prize -High-Five -Crowning -LevelUp Symphony -Aura Effect -Step-by-Step Tutorial -Boss Fights -Milestone Unlock -Evergreen Mechanics -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Voluntary Autonomy -Choice Perception -Virtual Goods -Build from Scratch -Collection Set -Avatar -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Bragging -Water Cooler -Thank-You Economy -Mentorship -Social Prod -Friending -Social Treasure/Gifting -SeeSaw Bump -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Dangling -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuests -Visual Storytelling -Easter Eggs -Random Rewards -Obvious Wonder -Rolling Rewards -Mischief -Sudden Rewards -Oracle Effect -Sunk-Cost Tragedy -Progress Loss -FOMO -Evanescence Opportunity -Status Quo Sloth -Scarlet Letter -Visual Grave -Weep Tune
    60. 60. -Sharing whatever you want -TONS of Facebook games -Instant feedback of friends “liking” -Friend Invites -Conformity -Social Prod -Social Treasure Group Quests -Touting -Envy -Completed Profile -More friends -Increased likes and comments -Aura Effect -Build from Scratch -Photos/Profiles -Friends -Memories -Protection -Recruitment -Earned lunch -Monitoring -Inner Circles Note: (Early Facebook has HIGH scarcity score with certain universities only) -Glowing Choice -MiniQuests -Refreshing Content -Suspense -Scarlet Letter -Sunk Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Octalysis Score: 448 -Elitism -Staying in touch with friends -Stalking Social Influence
    61. 61. Octalysi s -No higher meaning besides being a farmer -Allows the ability to “paint” with your farm -Leaderboard -Group Farming -Free Social Gifts -Neighbors -Farm getting Bigger & Better -Difficult badges for sorts of crops -Reward Loops -Ownership of Farm -Virtual Goods -Appointment Dynamics -Milestone Unlock -Real-money Only Crops -Free Social Gifts -Season-based Gifts -Waiting for what’s next in the game -Avoid plants withering -Avoid losing opportunities -Avoid Sunk-Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Octalysis Score: 414
    62. 62. Octalysi s -Saving the world of “Sanctuary” -Diablo II Legacy -Help others -Massive Skill Combinations -Different challenges each stage -Multiplayer Game -Friend gear and hours -Mentoring -Leveling Up -Plot line -4 Difficulties -Skills -Gear -Characters -Items -Auction House -Item Drops -Skill Sets -Storyline -Item Drops -Randomized Maps -Randomized Elites -Repetitive Plot -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Octaylsis Score: 284
    63. 63. -Microblogging Wave -Character Limit -Witty/valuable content -Friends on Twitter -Followers -Responses -Companionship -Thank You Economy -Follower Gain -Retweets -Responses -Unique Information -Followers -Information -Fail Whale -Character Limit -Follower Count -Interesting Tweets -Surprising content -Will someone respond? -Quick news -Friend Loss Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social InfluenceOctalysis Score: 267
    64. 64. -Helping a weird monster solve problems Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Constantly looking for better com and planning boosters “Sweet” “Delicious!” Level tracks and “Boss Stages” 1-3 Stars Defeating Chocolate Quest to accumulate more points and boosters Social Treasure - Liv See friend progress Always waiting for the right gems Seeing levels ahead Countdown timer/moves Balancing Owl Gems Unpredictable Gems Random Combos Avoiding Loss Fear of the chocolate encroaching candy Octalysis Score: 432
    65. 65. “You need a LinkedIn Account” Finding that dream job you are passionate about Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Better ways to “dress up” your profile and build reputation in communities. Progress Bar “X People saw your profile” Recommendations Endorsements Your life. Your Job. Accumulating more contacts. Social Treasure - Recommendations Social Prodding - Endorsements X People saw my profile Want to see her profile? Upgrade to Premium! Want to connect? Upgrade to Premium! Are recruiters Googling my name and seeing my profile? How many people view my profile? Avoiding Loss of Career Avoiding Bad Reputation Octalysis Score: 294
    66. 66. Octalysis Tool http://yukaichou.com/ octalysis.html
    67. 67. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
    68. 68. Discovery Onboarding Scaffolding Endgame Design for All 4 Phases Level 2 Octalysis
    69. 69. Discovery Onboarding Scaffoldin g Endgam e AchieversExplorersSocializer s Killers
    70. 70. Discover y Onboardin g Scaffoldin g Endgam e Achiever s Explorers Socialize rs Killers
    71. 71. The Game You Like Now that you have learned the basics of the 8 Core Drives, think about which Core Drives made the game you enjoy fun?
    72. 72. The 8 Core Drives of Octalysis
    73. 73. Write Down a Problem 1.Something you want to improve 2.Needs to deal with human motivation 3.Could relate to your customers, clients, employees, teammates, or yourself
    74. 74. 1) Epic Meaning & Calling Part of something bigger than yourself
    75. 75. Elitism
    76. 76. Elitism
    77. 77. 2) Development & AccomplishmentFeeling Progress and Achievement
    78. 78. Nike+
    79. 79. Nike+
    80. 80. 3) Empowerment of Creativity & Feedback The creator inside of us
    81. 81. 4) Ownership & PossessionThe more you have, the more you want
    82. 82. Customizing Your AvatarMakes you feel more ownership over it as your own identity
    83. 83. Mcdonald’s Monopoly Game
    84. 84. 5) Social Influence & RelatednessWhat others think can kill you
    85. 85. Game Technique #22: Group Quests
    86. 86. Game Technique #22: Group Quests
    87. 87. Mentorship
    88. 88. Mentorship
    89. 89. 6) Scarcity & Impatience The Grass On The Other Side
    90. 90. 7) Unpredictability & CuriosityWhat kills the cat
    91. 91. The Boy Is the Toy
    92. 92. 8) Loss & AvoidanceThe threat is stronger than the execution
    93. 93. ©2011-2013 Mario Herger. All rights reserved. www.enterprise-gamification.com | www.gamificationcommunity.com 108 Gamification – Zombies Run!
    94. 94. Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Influence Relatedness Autonomy Competence
    95. 95. Speed Camera Lottery
    96. 96. Speed Camera Lottery
    97. 97. -Narrative -Elitism -Humanity Hero -Beginners Luck -Free Lunch -Chosen One -Points -Badges -Fixed Action Rewards -Leaderboard -Progress Bar -Quest Lists -Win Prize -High-Five -Crowning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights -Milestone Unlock -General’s Carrot -Real-Time Control -Chain Combos -Instant feedback -Boosters -Blank Fills -Step-by-Step Tutorial -Virtual Goods -Build from Scratch -Collection Set -Dangling -Earned Lunch -Learning Curve -Protection -Recruitment -Monitoring -Avatar -Bragging -Must Marketing -Thank-You Economy -Mentorship -Social Prod -Friend Invites -Social Treasure/Gifting -Envy -Group Quest -Touting -Appointment Dynamics -Fixed Intervals -Prize Pacing -Options Pacing -Patient Feedback -Count Down -Throttles -Moats -Glowing Choice -MiniQuest -Visual Storytelling -Easter Eggs -Random Rewards -Sudden Tips -Rolling Rewards -Mischief -Sudden Rewards -Suspense Octalysi s Avoidance Ownership Empowerment Meaning Unpredictability Accomplishment Scarcity Social Pressure -Sunk-Cost Tragedy -Lost Progress -Guilting -Grounded -Scarlet Letter -Visual Grave -Weep Tune
    98. 98. Applying Knowledge
    99. 99. Actionable Gamification: Strategy Dashboard
    100. 100. Strategy Dashboard 1.Define: Business Metrics - Game Objective 2.Define: Users - Players 3.Define: Desired Actions - Win-State 4.Define: User Stats - Feedback 5.Define: Incentives - Drives
    101. 101. BUSINESS METRICS 1.END RESULTS OF WHAT YOU WANT TO IMPROVE 2.IN ORDER OF IMPORTANCE 3.NEEDS TO BE QUANTIFIABLE 4.LEADS TO GAME OBJECTIVE
    102. 102. PROCESS BUSINESS METRICS
    103. 103. DEFINE USERS 1.DEMOGRAPHICS 2.WHAT MOTIVATES THEM 3.WHY ARE THEY DOING THE CURRENT ACTIVITIES (8 CORE DRIVES) 4.WHAT ARE ANTI-CORE DRIVES? (REASONS WHY THEY DON’T DO THE DESIRED ACTIONS)
    104. 104. PROCESS BUSINESS METRICS PLAYER
    105. 105. PROCESS BUSINESS METRICS PLAYER ?
    106. 106. DEFINE DESIRED ACTIONS 1.ALL THE LITTLE ACTIONS YOU WANT USERS TO DO 2.CHRONOLOGICAL ORDER 3.NO ACTION IS TOO TRIVIAL 4.LEADS TO WIN-STATES
    107. 107. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS
    108. 108. DEFINE Feedback Stats 1.WHAT USERS USE TO KEEP TRACK OF THEIR PROGRESS TOWARDS WIN-STATE 2.Examples: POINTS, LEVELS, STAGES, TROPHIES, AVATARS 3.SHOULD REEMPHASIZE ON THE CORE DRIVES
    109. 109. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS FEEDBACK STATS
    110. 110. DEFINE INCENTIVES 1.Within your power, if you could give users everything they want, what would it be? 2.“Within your power” is important to define 3. Rewards, 8 Core Drives, or SAPS 4.Strategically place them in different Win- States
    111. 111. Reward Context 1.Fixed-Action Rewards: Earned Lunch 2.Random Rewards: Mystery Box 3.Sudden Rewards: Easter Egg 4.Rolling Rewards: Lottery 5.Social Treasure: Gifting 6.Prize Pacing: Collection Set
    112. 112. PROCESS BUSINESS METRICS WIN-STATE PLAYER DESIRED ACTIONS RESULTS FEEDBACK STATS INCENTIVES EMBEDDED
    113. 113. For the excellent understanding and application of Gamification Core Drives and Motivation Average Joey is awarded this certificate in honor of achieving THE OCTALYSIS FRAMEWORK - LEVEL ONE standards and conditions for mastery Yu-kai Chou Octalysis Certificate of Completion
    114. 114. Mario Herger Yu-kai Chou Roman RackwitzMarigo Raftopoulos
    115. 115. Companies we have worked with
    116. 116. Thank You. Truly.

    ×